Research On The Brand Establishment Situation And Development Countermeasure Of Yangzhou Jianzhen International Halt Marathon Events

The paper fully analyzes the brand establishment situation of Yangzhou Jianzhen International Halt Marathon Events by literature, interviews, questionnaires, field trips, mathematical statistics, logical analysis and so on. Through multi-dimensional revision of the construction situation, comprehensive generalization advantages and disadvantages in the process of brand sporting events construction, as well as put forward the developmental strategies, the study provides reference and experience for the sustainable development of professional sporting events in prefecture-level city of our country.The results show that:(1) Since it has been held in 2006 for the first time, Yangzhou Jianzhen International Halt Marathon has been developed for ten years. With the development and establishment of Yangzhou Jianzhen International Halt Marathon, the game property, items and participants has taken obviously changes and it has awarded not only the honorable distinction of Gold Road Race and national marathon gold event but also national sport travel classical item,top ten national sport travel events and so on. Over ten years, Yangzhou Jianzhen International Halt Marathon has owned certain influence in the domestic and overseas, which belongs to the achievement of brand establishment of Yangzhou Jianzhen International Halt Marathon.(2)Sport event brand positioning focused on the landmark historical figure, Jianzhen, as core element and considers the spirit of Jianzhen as the soul of sporting event, which means the purpose of running competition is “spirit guide, make competition with culture, show history, harmony with city” and the development strategy is “famous city, celebrity, famous competition”. We take various kinds of items to satisfy the need, support the service by technological products, organize theme activities to enhance the influence and so on. The brand identity construction is delayed including mascot, theme song, picture poster, playbill and so on. The design of the game route is commonly regarded, the game scale is expanded continuously, the champion achievement is increased constantly, and the competition is promoted. But there is disadvantage about the plan and level of the game organization, it is needed to improve the various service and technological support while the events ncentives are relatively lower(3)About the Brand Communication of sport events, there is live broadcast on TV, sport events subject propagation the game marketing, promotion and the brand mark communication. The concern of citizens about the sport events is increased, which mainly focus on official website, aerial broadcast, live broadcast on TV and network media.(4)The positive effect of the brand establishment of Yangzhou Jianzhen International Halt Marathon Events contained that the culture of Yangzhou city is promoted to display city charm, the development of the urban sports industry; the urban economy f Yangzhou city is developed to upgrade its fame, and infrastructure construction is promoted to increase the urban capacity to deploy resources rapidly, while it has been played an important part in enhancing the physical and quality educational materials.(5)The main problem existing in brand establishment included the brand establishment has an insufficient talent pipeline and quality of part of the jobholders waits for enhancing; the line of marketing operation has not been formed and lakes the support from colossus; it is needed to improve the whole operation level, supporting activities and services of sports events. The individuality characteristic of the sport event is not obviously outstanding and there are several disadvantages for the support of cultural innovation, implementation of brand establishment is slow-acting and it is hard to promote the competition and influence of sport events.(6)Development countermeasure for the Brand Establishment of Yangzhou Jianzhen International Halt Marathon Events includes that the talent groups for the sport events are strengthened to enhance the creativity for the brand establishment of the sport events, the marketing development is promoted to expand the socialization of the sources of funds. the influence of sport events and the participation of citizen through various activities, According to the characteristic of Yangzhou marathon and the practical need of the brand establishment, the marketing program has been made reasonably. the environment of the brand establishment is optimized continuously through grasping the target positioning and determining the key development;The brand sportingt events have been held to exhibit personality traits by treating the Jianzhen culture as the core competitive. The combination of urban custom and culture form the local traits of sport events, as well as focusing on the consumption, leisure and culture activities, that amplifies the comprehensive benefit of sport events,...